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    FCIT idea


    • Founded in 1868 to bring the benefits of creative and responsible investing to a wider audience, F&C is the world’s original investment trust
    • F&C provides a reliable foundation for any investment portfolio – one that aims to deliver steady, long-term capital growth and a healthy dividend income


    • It’s smart to start with F&C
    • Smart investors start with F&C. They trust F&C to provide the cornerstone to their investment portfolio – the firm foundation on which to build and grow
    • Bringing clarity and simplicity to investing in preparation for life’s big moments


    • Inspired by F&C and you – helping you achieve your financial goals and setting you up for success
    • A bold, vibrant visual identity that represents a definitive break with the category’s corporate traditions
    • The brand’s tone of voice is equally refreshing and human, standing apart in a jargon-filled space that often appears complex and opaque to new investors


    • Brand strategy & positioning
    • Narrative and values
    • Verbal identity
    • Messaging and copywriting
    • Visual identity & guidelines
    • Assets and applications: print, digital, OOH and broadcast advertising
    brochure 1
    brochure 2